We are BrandBackstage.
We help brands TO find their place in culture.
Before culture touched it, Champagne was just a bottle of bubbles
A brand is a cultural actor. It performs within a system of meaning, activating memories and igniting desire, competing for a slice of the 24 hr attention pie.
Brand Backstage works at the intersection of culture and human behavior to understand what a brand means, why it matters, and how to make it grow.
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What is the system of meaning that defines the brand’s role in culture?
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How to establish a strategic presence in culture?
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How to connect with the next growth audiences?
Client stories
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SoundCloud: Brand Audit
What context does the brand exist in now, and where is growth likely to come?
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Audience documentary & workshop
Aligning the team on the brand’s persona, needs, and growth strategy.
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Armani White: Fandom Strategy
Building a home after going viral
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The Weather Channel: Gen Z Growth Strategy
Exploring growth and storytelling opportunities with Gen Z
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Soundcloud: Brand redesign
Exploring limits: how far is too far in brand redesign?
“Julia’s and the BrandBackstage team’s impact was tremendous. We gained deep insights into Gen Z artists, a group that’s notoriously hard to reach. Julia showed us what’s next for the SoundCloud brand and helped redirect our product decision-making.”
“Julia helped us see our global growth challenge through a cultural lens, connecting global signals with local truths across markets. Her work helped teams solve the last mile challenge of innovation by turning a global vision into clear local action”
Our philosophy
We start from the human need and then build around it
People look at brands not for symbols or slogans but for a sense of being seen as connected, capable, and understood. These needs are the foundations of the brand’s most durable role in culture.
Data isn't numbers, it's traces of Human behavior
Every click, pause, and search is someone saying what matters to them. BrandBackstage listens with precision, not to replace imagination but to sharpen your understanding.
Stories are how meaning travels
Narrative makes research memorable, strategy emotional, and purpose actionable. We turn insights into stories people will share, from memes to full-length documentaries.